Posted in Cool Tool

Monday Morning Cool Tool: Evernote

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending note taking app  Evernote.

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Evernote is one of the everyday tools I use to keep me organized. A note-taking app that synchronizes all your files by saving them to a cloud service. quickly capture ideas, whether they’re notes, to-do lists, reminders, or even pictures. Because Evernote has apps for mobile, desktop, and web, your notes are instantly available on all of your devices.

Price: Free for basic plan; Premium plan starts at $6.99 pm.

Posted in Cool Tool

Monday Morning Cool Tool: Sharethrough

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week I’m recommending the Sharethrough headline tool.

This tool analyzes your headline and gives it a score based on a multivariate linguistic algorithm which takes into account more than 300 unique variables, enabling your headlines to capture attention, increase engagement and deliver a stronger impression.

In the example below I typed the following headline and achieved a score of 65% with suggestions on how to improve and gain a higher score. Try it with your own headlines and let me know how you find the tool.

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Related Reading

Write Better Headlines With These 9 Winning Formulas 

Posted in #HCSM

What Healthcare Marketers Should Know About Instagram in 2021

Are you using Instagram for your healthcare communication?

Instagram (IG) enables healthcare providers the opportunity to connect in an immediate way with their patients. It is particularly good for community outreach activities and patient education.  Healthcare providers can also use IG to show users a behind-the-scenes view of their practice.

Dermatologists, cosmetic dentists, and plastic surgeons can benefit from Instagram by using photos or video to illustrate their services. Practices can showcase before and after photos of patients, as well as videos or illustrations that educate patients on procedures and treatments.

A new infographic summarises some key facts and figures about Instagram which will be of interest whether you are already using the platform or wondering if it’s a place you should be in 2021.

Since its launch in 2010 Instagram has grown to over 1 billion active monthly users, sharing 95 million posts every day.

And Instagram users aren’t just active — they’re highly engaged. More than 200 million users spend an average of 53 minutes per day on Instagram and visit at least one business profile.

So how does Instagram stack up against popular platforms such as Facebook and Twitter?

Turns out it has higher engagement rates than both. In general, Instagram has an average engagement rate that is 14x higher than that of Facebook. Compared to Twitter, the rate is even 27x as high. 

Is this the best place for you to engage your audience?

The most active age demographic is 18-34 so if your target audience falls into this bracket, then Instagram is definitely the place for you to communicate.

Want to learn more?

Check out this presentation which I gave at the Social Media Residency Clinic during Mayo Clinic’s Middle Eastern Summit.

Posted in Thursday Tip

#ThursdayTip: How To Brainstorm Fresh Content Ideas

Welcome to this week’s social media quick tip.  This week I want to show you how to generate content ideas when you are running out of inspiration.

Next time you’re stuck for something to write about,  try brainstorming using a tool like HubSpot’s Blog Topic Generator. It lets you input up to three different nouns and returns five blog topic ideas that will exercise your writing muscles again.

Here are the suggestions generated for me when I input the terms “social media” and “marketing” into the tool.

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A similar tool to Hubspot, Portent’s Content Idea Generator allows you to generate ideas with just one keyword. Be prepared that the tool can throw up some quirky suggestions, but don’t let that put you off. Keep playing around with it until you find one you can work with. I also really like how it shows you best practice tips, such as using metaphors in your writing.

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I also like to use Buzzsumo to find inspiration by searching which popular content is most shared right now on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.

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In the example above, I entered “social media marketing” into the search box and discovered the most shared post is one detailing why email marketing is better than social media marketing. This led me to create a similar post right here on Medium 4 Reasons Why Email Marketing Is More Powerful Than Social Media.


For more places to find inspiration, check out my Medium article 10 Places To Find Inspiration When You Are Stuck For Blog Ideas

View at Medium.com

 

Posted in Cool Tool

Monday Morning Cool Tool: PNG Transparency Creator

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is PNG Transparency Creator

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Billed as the world’s simplest online Portable Network Graphics (PNG) transparency maker. Just import your PNG image in the editor and you will instantly get a transparent PNG. Free, quick, and instantaneous it’s a super easy tool to add to your image creation toolbox.

Posted in #HCSM

Write Better Headlines With These 9 Winning Formulas

“The purpose of a title is to get potential readers to read the first line of your content.” – David Ogilvy

David Ogilvy, the original Mad Man of advertising, once famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Ogilvy’s remark reminds us never to underestimate the power of the humble headline.

Even in this digital age, headlines count.

Think about how many headlines you read every day while searching online or browsing social media. What makes you actually click on an article or post to read it?

Quite often it’s the headline.

According to Copyblogger, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.

Your headline is the first (perhaps only) impression you make on a prospective reader.

And yet many content creators treat their titles as an afterthought. The good news is that writing captivating headlines is a skill you can learn and hone to perfection.

Over the years, I have developed some tried and tested formulas for writing headlines which compel readers to click and read more.

In this post, you will learn nine secrets to writing great headlines that work every time.

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There’s no absolute rule on how long your title should be, but try not to make it any longer than it needs to be.

As a rough guide aim for 6-10 words or 50-60 characters.  It’s worth remembering that when the length of your headline exceeds 62 characters, search engines ignore the remainder of the headline (which may decrease your click-through rate).

CoSchedule has some good information on optimal headline length here: What Really Is the Best Headline Length?

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People love number-style articles. Our brains are attracted to numbers because they automatically organize information into a logical order.

Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement (interestingly, research shows that headlines that contain odd numbers have a higher click-through rate than headlines with even numbers).

When adding numbers to your title, use the numeral, not the word. Web users scan headlines and using a numeral makes your title more scannable.

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Question headlines have two benefits. Firstly, they leverage a reader’s curiosity.   Secondly, a question headline boosts your SEO efforts.

Increasingly, people are using voice search on their smartphones, tablets or voice assistants (like the Amazon Echo or Google Home devices) to search for information on the Internet. It’s estimated that by 2020, 50% percent of all searches will likely be voice searches. In essence, voice searches are largely about answering questions, not about focusing on individual keywords.

Question headlines help future-proof your content for SEO. To quote NewsCred, “If you’re a marketer, ‘What’s the Alexa strategy?’ will be a question you’ll be expected to answer.”

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It’s important to include keywords in your titles if you want to rank higher for particular search terms. Adding them at the start of your headline can have a greater SEO-impact than if you include them at the end of a title.

When researching keywords I like to turn to Google Related Searches. You’ve probably noticed that Google displays related search results at the bottom of the first page when you type in your Google search query. This is a helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.

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Personalizing your title by adding a “You” or “Yours” makes your headline more effective since it speaks to your readers’ concerns and sounds more conversational. It’s important to use the words and language your audience actually uses. If you’re not sure what that language is, use social media as a listening tool to find out.

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All great headlines are benefit-driven. David Ogilvy said that the headlines which work best are those that promise the reader a benefit. Keep the benefit upfront and specific in your title. Will your readers learn something new? Are you offering actionable steps for them to take?

Including words like tips, ways, strategies, etc. in your headline promises your readers that they will know more and do more after they have read your post. Be sure you deliver on that promise. Ask yourself: “As a reader, what would I expect to read if I clicked through to this post?”

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Research by CoSchedule found that content with emotional value gets shared significantly more than content that contains little emotional value. Emotion is a key driver for making people click and share your content, with positive emotions driving more clicks and shares than negative or neutral content.

If you want to test this theory for yourself, plug your headline into the Advanced Marketing Institute’s Emotional Marketing Value (EMV) Headline Analyzer. This tool scores the EMV of your headline with a breakdown of why it scored that value. A perfect score would be 100%, but don’t despair if yours doesn’t match up. According to the Institute, “most professional copywriters’ headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.”

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All words are not created equal. Although I’m no fan of hyped-up phrases, the judicious use of power words in your headline will grab a reader’s attention fast.

Try reading the title of this post, omitting the adjective “Winning”, and it’s not quite so compelling. The key here is to make sure the choice of word is justified. Don’t say your solution is “easy” if it clearly involves a lot of work. Download a list of 90 headline power words here.

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By nature we are curious beings, so leverage that curiosity in your titles. Learn from the masters of the headline craft, Buzzfeed and Upworthy. A word of caution here—when using this formula, never resort to click-baiting. Always craft a headline that links to authentic and relevant content.

Over to you

Test out the suggestions in this post next time you sit down to write a piece of content. There is no excuse to settle for a “good enough” headline. Keep a swipe file handy for inspiration, adding to it every time you see a great headline. The more you practice, the more skilled you will become as a headline writer.

Do let me know what your favorite headline formula is. Which headlines work best for your audience? Share your best tips with readers in the comments below.


This post first published  Mayo Clinic Social Media Network

Posted in Thursday Tip

#ThursdayTip: How To Snoop On Your Competitors on Facebook

Welcome to this week’s social media quick tip.  This week I want to show you how you can find out which kinds of ads your industry peers and competitors are running on their Facebook pages. 

In an effort to increase accountability and transparency of Pages, Facebook is showing more information about Pages and the people who manage them in the Page Transparency section on Pages, which formerly appeared on the Info and Ads tab.

This gives you the ability to see which kinds of ads a Page is running, which can provide a useful comparator for your own social media marketing.

Here’s how to works

In this example, I’m going to check out the Mayo Clinic’s Facebook Page.

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To access this information as a page visitor, visit any Page’s Timeline, scroll down to the Page Transparency below the About section and tap See More. 

 

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Now you can scroll through the ads currently running and in which countries (note you can’t see how the ads are doing in terms of engagement).

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Why this feature is useful to your social media marketing

This kind of competitive analysis can be helpful to you to improve your own Facebook advertising. I’m not saying you should copy the ad creative, but you can certainly use it as inspiration for your own campaigns. Using this feature you can gain valuable insights into the kinds of images, headlines and call-to-actions that successful industry players are employing.

Here’s to your social media success!

 

Posted in Cool Tool

Monday Morning Cool Tool: PicPlayPost

This week I’m recommending PicPlayPost – a free app for combining multiple videos and photos into a collage.

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Features

  • Full editing capabilities
  • Create up to 30 minute videos
  • Trim, speed up, slow down videos
  • Add multiple songs
  • Supports all formats (photos, videos, Gifs, live photos) and ratios (9:16 for IG stories, TikTok and Snap, 16:9 for YouTube)

It’s available for both iOS and Android.

Posted in #HCSM

#ThursdayTip: How To Pin A Tweet

Welcome to this week’s social media tip.

Pinning a Tweet allows you to showcase your best content at the top of your profile page for as long as you’d like.

In the past Twitter typically only allowed viewers to see posts in a sequential timeline which meant that your most important or relevant content quickly got lost in the fast-moving Twitter stream.

To solve this issue Twitter now allows you to pin a tweet or keep it placed at the top of the newsfeed giving you more editorial control as to what a viewer will see first when visiting your page.

How To Pin A Tweet

It’s super quick and easy to do. Follow the steps below to pin your first tweet.

1. Open up your Twitter Profile Page.

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2. Choose a Tweet you would like to Pin. Select “Pin to your profile page”.

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3. The Tweet will now automatically appear at the top of Page.

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4. To remove a pinned tweet, simply click on the “unpin” option. 

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It’s a good idea to review your pinned tweets regularly to make sure you are sharing up-to-date posts. Out-dated pins will make your profile look out-dated too.  To refresh your Twitter profile simply choose another tweet to pin. Twitter will ask you to confirm if you want to replace your current pinned tweet.

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It couldn’t be easier to follow these steps and it’s something you should certainly do to highlight your accomplishments, share your latest news, and bring your viewers attention to the posts you want them to see first.

Here’s to your tweeting success!

Posted in Cool Tool

Monday Morning Cool Tool: StreamYard

This week’s cool tool recommendation is live streaming app StreamYard.

StreamYard is a live streaming studio which runs in Chrome and Firefox on your laptop or desktop. You can use it to stream directly to Facebook, YouTube, and other platforms.  StreamYard is great for live interviews. You can have 6 people in the stream. Up to 10 people can enter the broadcast studio so you can swap people in and out if you’re doing a dynamic talk show.

Other cool features include the ability to show viewer comments on screen, add a call to action, upload your logo, images, GIFs, and even videos.

 

StreamYard has both free and paid versions of the product. You can remove the StreamYard logo and upload your own. You can also add overlays and backgrounds, and use the restream integration. Full details are on the pricing page.